The BPO Consumer

There are around 1.3 million people employed in the BPO industry. As it continues to grow, studies continue to understand the consumerism aspect of this employment group.

According to the managing director of Nielsen Philippines, Stuart Jamieson, the typical consumer of the BPO industry is a male college graduate that is between the ages of 24 to 29. The average consumer also works between 10pm and 6am, which is typical for 70%-80% of the BPO workforce. According to Jamieson, these employees alter their lifestyles, purchasing and consumption habit to be able to adjust to their work hours.

Given the number of BPO employees, certain industries have started taking note of their lifestyle and consuming habits. Jamieson said that since they have a good pay and education, BPO consumers would most likely be on the internet and reading magazines. They would also likely be using various gadgets and due to their schedule, eating at fast food outlets before and after work. Due to their good income, they would prefer to buy quality products which is why he encourages retailers to look at possible product optimization to be able to ensure that they would give the consumers more choices.

Most convenience stores around business districts could consider BPO workers as their largest market. In an timeline of 6 months, more than 60% of the employees have passed by convenience stores. Jamieson said, “Everywhere there’s a BPO center, there’s a convenience store.”

The most common items that are being bought from convenience stores are energy drinks, fruit juices, alcohol, headache tablets, chocolates and hard candy. BPO workers are also known to drink more alcohol than the average person, according to Nielsen Statistics.

The growing BPO industry continues to provide job opportunities not only in Metro Manila but in provinces as well.

According to Jamieson, “There is new wealth which is spreading across the Philippines and that is what is going to drive the new store openings.”